AAMILI — Combining Soft Fabrics, Cool Color Palettes, and Innovative Cuts to Make a Bold Fashion Statement

The Business Press
4 min readMar 24, 2023

Creating fashion that will appeal to women is not something that is as easy as it looks. Tastes, colour trends, styling, cuts everything can change in the blink of an eye. So how do you entice customers to make space in their wardrobe for a new fashion brand?

Ashima, the founder of AAMILI a modern feminine apparel brand, found an innovative way out of this puzzle. “I drew my inspiration from the fashion preferences of the modern, career driven Indian women. I designed a range of classy Indian silhouettes that ticked off 3 key fashion essentials — style, comfort and price.” shared Ashima.

Noticing that such silhouettes in India were too colorful and blingy, AAMILI nurtured a color palette that was cool, classy and distinct. The fashion that emerged, offered women a chance to make a fashion statement at a social occasion and even make a confident point at the workplace.

AAMILI is truly a best of both worlds destination for a woman, who does not want to conform to standard off the rack fashion wear, but at the same time who also does not want to go overboard with her dress sense. This fine balance made an immediate impact and today AAMILI is quietly racking up the numbers in terms of unit sales and customer acquisition too.

What is also so good about AAMILI is that it is a sustainable brand, the fabric used is 100% cotton and customization for plus size customers is also welcome!

There is something infinitely alluring about mixing soft fabrics, colour tones and styles to create fashion that leaves an impression…

Fashion for the feminine form is not just a process it is an art by itself and AAMILI is set its mind upon perfecting this art. Today it is a portal to access the best of casual, semi-formal and formal wear through its Urban Nomad fashion line.

The stand out pieces being the Abstract Satin Pant Suit with its dynamic cuts and abstract lines and a whole bunch of tasteful two piece co-ord sets consisting of earthy color combos, contrasting shades and even single tonal values. These are stitched to form a cool loose fall or that form hugging pant and top wear designed to give the wearer an aura of meaning business every time.

Also jostling for shelf space are elegant jump suits, minimalist, vibrant gown dress, flowy color block dress, vivacious layered dress, funky boho dress and a whole lot more. The mix of fabric and the play of colours all making for an irresistible assortment.

Power dressing or just for a casual lounge day… AAMILI has just the fashion to help you flaunt your cool side!

The focus is always about creating a clothing line that will seamlessly switch between occasion wear as well as work wear

As a business practice AAMILI is clear about staying constantly true to its original core offering — super cool and smart clothing for women. It is a brand that has slowly and steadily gained a fan following for its style, the pricing and the superior customer service that it offers. It is evolving into a space where a woman can feel comfortable browsing through the collection, plus there is this classy and trendy feel to every garment that compliments her sense of contemporary fashion.

Says Ashima, “AAMILI is definitely a brand that has created its own very special niche. There is something for everyone for all sizes and shapes. Most importantly it is a destination for very premium clothing at an affordable price. ”

Click here https://www.instagram.com/shopaamili/?igshid=NzAzN2Q1NTE%3D to pick fashion that is trending and prepare to turn heads your way!

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